Digital Media Marketing Manager, Recurly
Paola is the Digital Marketing Manager at Recurly. With social media management and SEO content creation experience, she’s joined the demand generation team to bring new ways to position Recurly as a thought leader in the subscription management and billing industry across digital platforms.
After graduating with a Bachelor’s Degree in Marketing from Universidad Autónoma de Guadalajara in México, she’s helped local and global companies grow their social media audiences and increase online engagement through interactive, innovative content.
Outside Recurly, she likes to spend her time traveling, reading, exercising, and listening to Taylor Swift’s latest releases.
Latest posts by Paola Lagunes
Great food, great company, and even better conversation. Last week, we had the pleasure of co-hosting a dinner in Berlin with our partners at Worldpay, bringing together leaders and...
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The subscription world was watching closely as the Federal Trade Commission (FTC) prepared to roll out its click-to-cancel rule. The provision was clear: if a customer can sign up...
The subscription economy continues to grow at lightning speed. The market matures, preferences evolve, and customer experiences play a key role in differentiation. How can companies innovate in an overly...
In a world where acquisition costs are rising and competition is fierce, the real winners are the brands that build experiences subscribers love. But how do they do it? During...
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If you’ve been paying attention to the subscription economy, you’ve likely noticed a shift. Acquisition strategies are taking a backseat, and pricing personalisation has emerged as one of the most...
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The ecommerce industry is evolving rapidly — with no signs of slowing down. And while acquisition still plays a role, the rising trend within the subscription economy emphasizes building long-term...
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From streaming services like Paramount+ to work acceleration tools like Lucid and fashion rental boxes like Nuuly, the subscription industry has taken the world by storm. Over...
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Now more than ever, creating effortless subscription experiences is key to driving growth and loyalty. Our latest dinner, in partnership with Worldpay and Avalara, provided the perfect setup...
When a major outage hits, it doesn't just crash systems — it affects customer trust, revenue, and sometimes, entire businesses. 37% subscribers canceled their service in the last year because...
Subscription businesses are not immune to change — and the pace is faster than ever. Since 2021, acquisition rates dropped from 4.1% to just 2.8%. Most subscription companies are...
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The subscription economy is at a critical crossroads. By the end of the year, global subscription sales are expected to surpass $1.5 trillion, fueled by consumer demand for convenience...
The subscription business model has transformed the way consumers shop and businesses operate — shifting the focus from one-time transactions to long-term relationships. According to Shopify, global ecommerce sales...
How do you ensure your business not only survives but thrives in this increasingly competitive market? This was the pressing topic tackled at our recent event in New York, What’s...
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Stockholm, a city of innovation and opportunity, provided the perfect backdrop for our latest event in collaboration with Adyen, What’s Next: Optimising subscriber growth and retention. Bringing the experts...
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Subscriptions are no longer just a niche player in the industry—they’ve become a force shaping the way businesses operate and how consumers buy products and services. But as we head...
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On February 20, the city of Miami became the buzzing backdrop for the first dinner of our What’s Next Series, where we bring together the brightest minds in subscription...
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Cancellation isn’t goodbye — the subscriber lifecycle is cyclical. According to Recurly’s 2025 State of Subscriptions report, 20% of new sign-ups came from returning subscribers, and businesses have unlocked...
Top line growth is no longer enough. As the focus moves from subscriber acquisition to retention, personalization has become a growth engine that strengthens relationships in this highly competitive market....
From PDF converters to BMW in-car subscriptions, recurring products have revolutionized the way businesses interact with consumers. But as competition grows, achieving sustainable growth has become increasingly complex and critical....
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On November 19, we gathered at Soho House London alongside the brightest minds in the industry for an exclusive dinner hosted in partnership with Avalara and Worldpay. Dinner...
Subscriber expectations constantly change; however, a compelling experience remains a top driver for revenue. Over 90% of consumers said they’d spend more with brands that offer streamlined experiences, while...
With subscribers hunting for the best deals, Cyber Monday has become one of the most important days on the retail calendar. According to Adobe, Cyber Monday sales hit $12.3...
From inadequate payment processing to a lack of analytic visibility, around 80% of companies are still reliant on legacy systems hindering their growth and transformation initiatives. In order to...
The subscription economy is booming, driven by a growing trend of consumers demanding access over ownership. While offering high-quality products is essential, how you manage subscriptions can make or break your...
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On November 12, Subscription Sessions:Get ahead of what’s next, reunited professionals from leading brands like AllTrails, Beatport, CNBC, Worldpay, Avalara, and more to discuss the latest trends and innovations...
The rise in subscription models has reshaped the way consumers access products and services. Whether it's media streaming services, haute couture, or dating apps, the subscription industry is far from...
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In the bustling streets of New York City, October 24 and 25 marked an exciting event for growth professionals—Subscription Show. Presented by Subscription Insider, this dynamic gathering brought together...
In today's digital era, the subscription industry focus has shifted beyond merely offering superior products or services. Now, the emphasis is on offering personalized and seamless user experiences. This shift,...
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Today, a seamless payment process is not just a convenience—it's critical to achieving customer satisfaction and retention, especially in international markets. Efficient and reliable payment systems build trust, encourage repeat...
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As businesses evolve and mature, they often find themselves at a crossroads: stay local or take the leap into global markets. While expanding internationally presents immense opportunities, it also comes...
Understanding the intricacies of subscriber engagement and leveraging AI innovation are more crucial than ever. Our in-person event in New York, Strategies to transform subscriber lifecycles, in partnership with
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While acquiring new customers is essential, retaining existing ones is often more cost-effective and leads to higher lifetime value. According to our latest commissioned study by Hanover Research, both...
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According to our latest commissioned study by Hanover Research, 53% of mature merchants identify global expansion as a top priority in the next year. And if you’ve landed on...
While acquisition continues to be a big focus for companies, the challenge now is building a lasting relationship that keeps on giving. To truly unlock the potential of your customer...
A seamless, efficient subscription billing process can create a positive subscriber experience, build customer loyalty, and drive sustainable growth. However, most companies still struggle with immature technology and practices that...
As payments become a crucial part of the customer experience, optimizing your payment experience is key to maintaining backend efficiency and a strategic imperative to foster trust, reduce churn, and...
It’s no surprise that payments are crucial in delivering seamless subscription experiences. From payment alternatives to local currencies, businesses continuously work to improve their checkout and recurring payment experience. And...
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On April 18, Subscription Sessions: Combatting churn gathered industry experts from leading brands like Alaska Airlines, FabFitFun, Roku, The Guardian, and Output to discuss trends, tactics, and real-world examples...
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In today's consumer-centric economy, price can be the deciding factor for the success or stagnation of a product. Fine-tuning pricing is vital for success–whether it's about acquiring new customers, moving...
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Subscription models have become the holy grail of customer retention and revenue streams. To compete, you must continually evolve and optimize your subscription pricing strategy. As part of our virtual...
In subscriptions, one size does not fit all. Understanding the intricacies of your customer base is pivotal when it comes to pricing and packaging. A generic pricing model often misses...
Dynamic pricing is not new—it's been the staple of companies like airlines and hotels for decades. But today, with the rising demand for digital products and services, the subscription industry...
The subscription model continues to experience major shifts in consumer behavior and expectations, where flexibility is not an option but a necessity–for both physical products and digital subscriptions. Additionally, as...
Cyber Week lasts from Thanksgiving Day through Cyber Monday and is a long-awaited time for online shoppers. It marks one of the biggest shopping opportunities of the year and kicks...
On November 2, Subscription Sessions gathered industry experts from leading consumer brands like Cinemark, CNBC, Sling TV to uncover strategies that drive long-term customer relationships–from acquisition to renewals, payments, taxes,...
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Payments have become experience architects in subscriptions–an essential aspect of flexible, seamless checkout processes. Customers are always mindful of sharing their payment information when subscribing to a new service, so...
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Did you know that 90% of the top-grossing apps in the Apple App Store monetize their products through subscriptions? It’s no surprise that companies are turning to recurring revenue...
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The digital subscription economy is expected to reach $1.5 trillion by 2025. Both digital and traditional businesses like hotels and automotive companies are shifting to a recurring business model...
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The holiday season is near, and both businesses and consumers are preparing for the upcoming festivities. While economic conditions may affect spending, 53% of consumers are interested in giving gift...
The Accounting Standards Codification (ASC) is essential in keeping the integrity and consistency of financial reporting in the United States. Besides ASC 606 compliance, the ASC 340-40 has set...
Whether you offer short-term contracts or multi-year contracts, annual recurring revenue (ARR) is a key metric for businesses studying the financial health of their subscription model. Like every other company,...
Monitoring acquisition, revenue, and retention numbers are vital to your business's success. Metrics provide valuable insights into your company, offering a clear understanding of its performance and helping you make...
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Recurring billing powers many of the services that both businesses and consumers use, rely on, even love every day. These automatic payments handle all the payment details on a regular...
Consumers love their subscriptions–and so do businesses. The subscription model offers significant advantages for a company's financial health. Knowing your monthly recurring revenue (MRR) makes hiring more staff, investing in...
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The ever-evolving needs and preferences for particular payment options continue to drive purchasing behaviors, making the subscription payments experience a crucial element in personalization, where the right method and timing...
Although key metrics such as your customer retention and subscriber growth rate are important, many would argue that nothing is as vital as Monthly Recurring Revenue–after all, predictable revenue...
Maintaining a steady revenue stream is crucial for long-term success in today's competitive business landscape. Subscription companies often invest their resources in marketing, sales, and customer acquisition strategies to boost...
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From streaming services to box-of-the-month kits to software applications, subscriptions are the preferred way for consumers to access convenient products and services. However, companies must meet the preferences across generations...
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In today's fast-paced technological landscape, the digital sector plays a significant role in the UK's economy, but it also brings new challenges for businesses–especially in the subscription industry. Subscriptions are...
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The need for a future-proof global payments infrastructure has become paramount–especially in the subscription space. As technology evolves and consumer expectations shift, businesses must adapt and be a step ahead...
Artificial intelligence (AI) continues to transform the ecommerce industry, and subscriptions aren’t an exception. With new technologies come new challenges, and business owners must understand how to incorporate AI into...
Consumers’ demands and expectations are shaping the way subscriptions are perceived. And businesses must understand them to succeed. To help you create a better consumer experience, Recurly asked over 6,000...
The subscription industry is growing at a fast pace, and technology is crucial in driving transformative changes. For tech leaders of fast-scaling brands, there’s always one big challenge: allocating engineering...
Consumers are shaping the path for growth in the industry–understanding their demands and expectations is essential for success. To help you get a better picture, we went straight to the...
In the dynamic world of subscriptions, understanding consumer needs and expectations is essential for success. To tap into exactly what subscribers demand, Recurly surveyed over 6,000 consumers globally to discover...
Consumers dictate today’s market pace, especially in the subscription industry, where customers demand and expect flexible, personalised, and valuable offers. How can subscription businesses continue to expand globally amid challenging...
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As the subscription industry continues to bloom, understanding what it takes to accelerate subscriber and revenue growth sustainably is key to differentiating from competitors. At Recurly, we’re committed to sharing...
Scaling IT infrastructures is a common challenge for subscription businesses. Engineering and product teams are strapped for resources, often lacking the tech stack to handle the complexities of scaling globally. ...
The changing landscape of monetization and pricing models, along with an increased demand for personalized plans and product offerings in the direct-to-consumer (DTC) realm, create a greater need for accounting...
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The streaming industry continues to transform how we consume media and enjoy entertainment. Modern-day customers are always on the lookout for ways to stay entertained, especially in the comfort of...
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It's a big promise: "Never lose a subscriber." After all, isn't a churn rate of 0% impossible? Even in the best-case scenarios. Even if you've maxed out your customer loyalty...
Think back to the last time you signed up for a subscription with a well-known company like Paramount+, Speedo, or PupBox. It was likely a fast and easy process. You...
For a SaaS business model, revenue recognition is one of the most important accounting requirements; you often bill for services to be rendered far into the future, so the time...
Accurate tax calculations and localised compliance are essential for subscription brands seeking global expansion. Although just one part of the expansion puzzle, neglecting these elements can create great challenges when...
The subscription economy continues to bloom–and as the industry thrives, the competition becomes more challenging every day. Understanding what it takes to sustainably accelerate subscriber and business growth is key...
Recurring payment systems enable you to set up automatic billing cycles, ensuring customers are charged regularly without manual intervention–simplifying the payment process for both customers and the business. Automatic payment...
The recurring revenue model has taken the business world by storm. According to Forbes, more than 90% of technology organizations are in the process of moving to this business...
Subscription revenue recognition continues to bring new challenges for businesses. The consumer demand for diverse monetization and pricing models creates a greater need for accounting automation to comply with complex...
The subscription-based business model continues to rise in popularity, helping companies to find new revenue streams and cultivate long-term customer relationships. While economic pressures usually drive purchase decisions and customer...
"Card declined." These two words can do more than spoil someone's binge-watching plans. Credit card declines can hurt a subscription business' bottom line, and at the very least interrupt your...
Recognizing recurring revenue in subscriptions continues to become more complex and regulated. The trend toward diverse monetization and pricing models creates a greater need for accounting automation. And Recurly...
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Subscription management and recurring billing platforms are key to Software as a Service (SaaS) companies for several reasons: they provide an automated mechanism for billing and revenue collection, offer flexibility...
Churn–it’s the most coveted topic for all businesses, especially businesses that rely on the recurring revenue of subscribers. To understand churn–what it is, why it matters, how to calculate it,...
Cash flows differently for every business. Revenue recognition for subscription billing can be challenging to understand, calculate, and report. Traditional businesses sell and deliver products immediately, and thus they can...
Customer insights are a powerful way to ensure a data-driven, subscriber-centric approach across your business. These insights result from thorough analysis and interpretation of valuable information in consumer interactions and...
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If one thing remains predictable within today’s erratic economy is subscriptions–especially for direct-to-consumer businesses, who are experiencing significant transformations. The subscription economy market value expects to top $1.5 trillion by...
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Subscription businesses thrive on cultivating lasting relationships with their clientele, and in an era where subscriber preferences evolve rapidly, unlocking the secrets hidden within customer data is key for sustained...
Anticipating consumers’ needs has become the main goal for most subscription businesses, especially in challenging economic times. Quality, actionable subscriber insights are the most effective way to achieve it. The...
Churn is a reality in subscriptions. Businesses are constantly looking for new ways to identify, manage, and reduce churn. Last month, Recurly experts Eric Holle, Senior Product Manager, and Jonas...
Every subscription business aims to build a strong subscriber base and turn their customers into brand ambassadors. Valuable subscribers aren’t necessarily the customers who spend the most. Profitable customers advocate...
Many components create the ideal customer acquisition promotional toolkit. Free trials are one of them. According to our survey report, The State of Subscriptions: What consumers want, 75% of...
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Subscriber acquisition impacts your business and revenue growth, and it’s one of the most important and challenging strategies in subscriptions. Acquisition requires a deep understanding of your product, subscriber preferences...
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Various studies have shown that acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one. It’s a big number but hardly...
For most ecommerce businesses, failed one-time transactions are easy to solve when the shoppers simply use another payment method to complete the transaction. However, it is a different story for...
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Getting smart about nurturing your customer base is a true competitive advantage for subscription businesses. Every subscription business should be aware of what churn is, the different types of churn,...
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Unlike other business models, subscription-based services rely on a consistent and steady stream of revenue coming from recurring payments. Churn serves as an indicator of customer satisfaction, perceived value, and...
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Getting new subscribers is on every sales team's agenda. While acquisition efforts matter, retention ensures business growth. But with retention comes subscriber churn. All subscription brands face customer churn–it’s...
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Subscription models continue to grow exponentially with no signs of stopping. Competition rises, shopping priorities shift, and prices change; yet one thing is certain: not all subscribers will stay with...
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In the last couple of years, especially during the pandemic, we saw the rise of new consumption preferences–personalization is one of these. It’s no secret that personalization drives subscription success....
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Besides a billing and management platform, subscription businesses also need a payment processor to handle their recurring payments—that critical link in the chain that delivers revenue to the business. Understanding...
The impact of COVID-19 on subscriber behavior has been drastic. Lockdowns and restrictions expedited the shift from purchases in brick-and-mortar stores to ecommerce–changing every aspect of the customer experience, especially...
When running a subscription-based business, fighting against churn is one of your everyday battles. Even though customer acquisition is a major need to scale a business, the ability to retain...
According to Recurly’s comprehensive study on churn, subscription based businesses have an average involuntary churn rate of 1.0%. That may sound like a tiny percentage, but that’s the monthly...
More and more companies are turning to the subscription business model to generate dependable, predictable recurring revenue. After all, subscription businesses are growing five times faster than the average...
PSD2 is a European regulation for online payment services that seeks to make them more secure and less fraudulent. In this article, we’ll answer all your questions about this regulation...
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